Consumer Behaviour, Brand Management, Marketing and Psychology
Consider a firm that wishes to increase current year profits p, as well as market share m. As shown in the figure, for some values of m profits increase, and then it starts to decrease beyond a point. Beyond a point increased market share comes only with reduced current year profits because of increase expenditures …
Continue reading The dilemma of Profits or Share
Positioning of a product is how do you intend the consumer to perceive your product. It is to understand where and for what do you want to stand in the consumer's mind. After segmenting a market and then targeting a consumer, next step will be to position a product within that market. It refers to …
There is a big difference between feeling rugged when wearing Levi’s jeans and expressing the strong, rugged side of you by wearing them. The differences between the two can be important. Brands essentially deal with different kinds of benefits. An identity that is based on intangible associations or brand personalities provides the brand with more …
Continue reading Brands – Emotional Benefits vs Self-expressive Benefits
The Nielsen Global Online Shopping Report looks at how consumers shop online: what they intend to buy, how they use various sites, the impact of social media and other factors that come into play when they are trying to decide how to spend their money. More than eight out of ten Indian online consumers plan …
The Marlboro Man is an iconic symbol of American Marketing and Brand Management. The 'Marlboro Cowboy' is one of the most brilliant advertisements ever made in history. The Marlboro Man conveys freedom, attitude, charm, and masculinity. He is the cowboy of the world and his allure helped Marlboro outsell its competitors by almost three times. But, as we all know, …
